Alcohol-Free Wine: Flavored Options Drive Market Growth | Vitisphere

A new line of aromatized, dealcoholized wines from French brand Bonne Nouvelle is poised for widespread distribution across major retailers, signaling a shift in the perception of alcohol-free wines, according to the brand’s communications director.

Caroline Galmard, speaking at the ProWein trade fair, stated that the new range – a rosé with grapefruit notes, a white with mango and peach – is “in the process of gaining traction” with retailers. The launch follows a successful trial during “Dry January,” a growing trend of abstaining from alcohol for the month of January. Bonne Nouvelle, a subsidiary of InVivo, is already the leading brand of dealcoholized wine in France, with 33 years of experience in the category, representing 3 million bottles in large-scale distribution.

“Drinking alcohol-free wine is no longer a punishment, it’s a conscious pleasure,” Galmard said, reflecting a strategy to move away from positioning alcohol-free options as simply substitutes for alcoholic beverages. “We are moving away from the idea of drinking non-alcoholic wine because you aren’t allowed to drink wine.”

The company is building on previous successes, including a 3-liter bag-in-box (BIB) rosé wine launched last year, which sold 35,000 units and is now being extended to red and white varieties. The BIB format is intended to appeal to consumers seeking economical options for outdoor gatherings, according to Camille Huarté-Lesaint, Bonne Nouvelle’s marketing manager.

Bonne Nouvelle’s innovation extends to its production process. The brand utilizes a technology called spinning cone column to reincorporate the wine’s natural aromas, and the recipes were developed in collaboration with UCCOAR and the Distillerie d’Arzens in the Aude region of France. The aromatized wines contain 21 kcal per 100ml and are designed to offer a fruity, balanced flavor profile, avoiding excessive sweetness.

In February, Cordier by InVivo emphasized innovation as a key strategy, anticipating a restructuring following the sale of certain assets to AdVini. The company aims to establish a new consumption habit, potentially creating a dedicated moment for alcohol-free wine, similar to the established “coffee break” culture, according to Galmard. The new wines are priced under €4 per bottle.